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The executive summary is a miniature version of your marketing plan – an elevator pitch of sorts. It has a section that summarizes each component that your marketing plan covers in detail.
The book is titled Marketing Metrics: 50+ Metrics Every Executive Should Master and authored by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein. It is a type of cookbook ...
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